Peran Kepuasan Pelanggan dalam Memediasi Pengaruh Perceived Value terhadap Loyalitas Pelanggan Gojek di Kota Medan

Abstract

Tujuan penelitian adalah untuk mengkaji pengaruh perceived value terhadap loyalitas pelanggan, pengaruh perceived value terhadap kepuasan pelanggan, pengaruh kepuasan pelanggan terhadap loyalitas pelanggan, dan pengaruh perceived value terhadap loyalitas pelanggan terhadap kepuasan pelanggan sebagai variabel mediasi. Penelitian ini menggunakan metode kuantitatif, data dikumpulkan dari 375 sample. Dalam penelitian ini, teknik pengambilan sampel yang digunakan yaitu purposive sampling. Hasil penelitian ini menunjukkan terdapat pengaruh perceived value terhadap loyalitas pelanggan dengan nilai koefisien sebesar β = 0,350; t = 7,787. Terdapat pengaruh perceived value terhadap kepuasan pelanggan dengan koefisien sebesar β = 0,691; t = 17,668. Terdapat pengaruh kepuasan pelanggan terhadap loyalitas pelanggan dengan koefisien sebesar β = 0,553; t = 13,547. Terdapat peran kepuasan pelanggan dalam memediasi pengaruh perceived value terhadap loyalitas pelanggan, dengan nilai koefisien mediasi sebesar 0,382 dengan t-statistik 10,894 dan p-value 0,000 menunjukkan bahwa pengaruh mediasi ini signifikan. This study aimed to examine the effect of perceived value on customer loyalty, the effect of perceived value on customer satisfaction, the effect of customer satisfaction on customer loyalty, and the mediating role of customer satisfaction in the relationship between perceived value and customer loyalty. This study employed a quantitative research method, with data collected from 375 respondents selected using purposive sampling. The results indicate that perceived value has a significant effect on customer loyalty, with a coefficient of β = 0.350 and t = 7.787. Perceived value also has a significant effect on customer satisfaction, with a coefficient of β = 0.691 and t = 17.668. Furthermore, customer satisfaction significantly affects customer loyalty, with a coefficient of β = 0.553 and t = 13.547. Customer satisfaction was found to mediate the relationship between perceived value and customer loyalty, as indicated by a mediation coefficient of 0.382, a t-statistic of 10.894, and a p-value of 0.000, confirming that the mediating effect is statistically significant.